Spreads from Alpha - A brand-building publication for Lazy Oaf seeking to deconstruct society's typically masculine stereotypes.
Men are often told to mask and hide their emotions through gender socialisation, and the way they are nurtured; the same way that they are praised based on physical toughness and told what they should and shouldn't like. These are all common masculinity norms that are endorsed from a young age, taught through primary (the family) and secondary socialisation (education, media, the workplace, etc.)
Alpha promotes this non-conformity to social norms, through styling, font and layout. The use of typically masculine models in textures and colours often associated with femininity was a key element of our publication. We wanted to create a zine that men could relate to, tapping in to this typical 'lad' humour with tounge in cheek illustrations and ironic phrases, such as 'tough boys don't cry'.
The publication explores several different locations, amongst them being a football club and a boxing gym. We thought photographing our models in key locations which are often seen as typically masculine, and asking them to wear hints of pink was a fun and playful way of getting our readers to relate to the message we are trying to promote.
The purpose of Alpha is to deconstruct typically masculine stereotypes that have been constructed by society. 'Boys don't cry' and 'boys don't wear pink' are things often heard in a culture confined to gender boundaries. From Alpha's vibrant pink colour scheme to the quirky illustrations and slogans, the zine addresses topics such as men's mental health and stereotypes, in a lighthearted and humorous way.
Sophie Howard, Sophie O'Brien, Phoebe Wilkinson, Mia Rudgley and Lucy Dorsett. Level 2, 18/19.